DailyCandy Targets Influencers With 2 Exclusive Deals

Publisher teams up with two designers and Mastercard to offer online promotion with an offline twist.

DailyCandy, a digital guide to shops, restaurants, and fashion, is bringing another twist to daily deals.

On Thursday, DailyCandy will sell 20 custom necklaces, designed by Megan Issacs, for $175. It will sell 25 custom clutch handbags, created by Lauren Merkin, on Nov. 30, for $295. Purchases must be made with a Mastercard.

The promotion, which is part of the Mastercard Priceless New York campaign, doesn't stop there. Anyone who buys a necklace will be invited to an exclusive invite-only shopping party featuring Issacs and her merchandise at DailyCandy's New York City headquarters. Those purchasing the clutch handbag will have an opportunity to meet Merkin and see her spring collection at another party. In each instance, a 20 percent discount will be offered on merchandise.

"By collaborating with our favorite designers to create exclusive products, we are giving subscribers unmatched exclusive access to the best of DailyCandy," Tricia Han, general manger, DailyCandy Deals, said in a prepared statement. "We are also helping to create a long-standing relationship between these purchasers and our designers; a benefit DailyCandy Deals consistently brings to business owners."

Although DailyCandy boasts three million email subscribers, the promotion aims to appeal and reward the digital publisher's most loyal fans and influencers. By limiting the number of items sold to 45, DailyCandy stands to increase interest among shoppers who want to buy exclusive merchandise.

Although the promotion is aimed at New York City subscribers, anyone can purchase, according to DailyCandy spokeswoman Meredith Howard. DailyCandy, founded in 2000, launched its deals business two years ago. "Key to our DailyCandy Deals success - exclusive access to unique experiences," Howard said.

ABOUT THE AUTHOR

Anna Maria Virzi, ClickZ's executive editor from 2007 until 2012, covered Internet business and technology since 1996. She was on the launch team for Ziff Davis Media's Baseline and also worked at Forbes.com, Web Week, Internet World, and the Connecticut Post.

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